China Lighting brand most need to fill what class?

Forbes (Forbes) recently announced the 2016 annual world's most valuable brand TOP100 list, no list of Chinese brands. The reason for China brand missed the list, Forbes's explanation, because the list of specific evaluation of their own rules, such as regulations on brand must carry out business in the U.S. market, this will affect the brand Chinese score. It is such a rule, we look at the historical data, from the beginning of 2010, basically do not see Chinese brands appear in the list. Forbes explanation seems to give China brand a step, but imagine if China engage in a most valuable brands in the world ranking, scoring rules also have "must carry out business in the China market this one, is not to affect the U.S. brand score? Should have little effect. We have nothing to do here, we can not go to the people there, the problem is clearly not the rule itself, but that our business is really a little bad, and the real international brands there is a big gap. In fact, doing business in the U.S. market Chinese brand also has some, such as Alibaba listed Internet companies in the United States, but the volume of business of these enterprises in the United States are not large, the achievement is still limited to the domestic China. Generally speaking, overseas revenue of more than 30% of the enterprises is the ability to operate the international, but Chinese international company average transnational index less than 14%, far lower than the world's 100 largest multinational companies of the 61%, also lower than the same period the level of 38% developing countries. Moreover, Chinese enterprises are not based on technical strength, but mainly in trade and intermediate products, the lack of a truly international business ability. As for the "national large enterprises, although with huge volume often boarded the top of global wealth (for example, in 2015 the" fortune "Global 500 list, China has 106 companies on the list, Sinopec, PetroChina and the national grid in the top 10), but their brand value is not good, is the reason why they are against the monopoly business globalization degree is low, not only in the United States have little business in other overseas markets are also rarely seen. We know, brand value is the wealth of enterprises, but the amount of wealth is not directly correlated with the brand value. University of Pennsylvania School of business professor David Reibstein pointed out that the brand value depends on the degree of consumer acceptance. From a business perspective, a brand is valuable, depending on whether consumers are willing to spend a higher price or have a stronger desire to buy. If Sinopec, PetroChina, these Chinese enterprises to enter the United States market, American consumers will be willing to accept them? Joined the consumer brand loyalty and satisfaction and other important subjective indicators, the Forbes brands is better able to explain the global competitiveness of enterprises, and the reason Chinese brand not on the list is self-evident, to fill what courses are also clear. Ph.D. in marketing at the Tsinghua University professor Zheng Yuhuang analysis, the essence of marketing is to attract customers and retain customers. Compared with the global excellent enterprise brand, the main gap of our country's enterprise brand lies in the lack of the ability to attract and retain customers. Most Chinese companies still focus on attracting customers, while ignoring the "retention of customers". Therefore, we often see that many companies are willing to spend a large amount of advertising to attract customers, but ignored the point: advertising can bring only visibility, but can not bring satisfaction, reputation and loyalty. If the company's product quality can not stand the test of the market and consumers, a negative evaluation is enough to destroy the company to spend huge sums of money to build up the brand image. Thus, Chinese brand most need make up the class, is in the customer centered marketing practice, grasp 3 key points: to create value for customers, to provide customers with satisfaction, create customer loyalty (long-term relationship). In the fierce competition in the market, many brands are proof of the success of the enterprise process, who will be able to "take the customer as the center" of such a universal business values persist, who will be the ultimate winner.